“Glamping”…bogus marketing hype or exemplary recession opportunity?
I recently stumbled across a Wall Street Journal article with a word so fun to say that I haven’t been able to shake it. Glamping or “Glamorous Camping” is a new microtrend of budget-conscious vacationers looking for an outdoors experience without the rocks digging into your back while sleeping or the swiss-cheese tarp dripping rain all over your make-shift kitchen. Don’t be confused, it’s not simply about bringing the Ritz outside, it’s more of a formalized step forward from drive-up car camping.
So, who cares about a silly trend like glamping? For me, the interest is not necessarily in the details of the opportunity, but rather the overriding inference that, even in a recession, there are plenty of growth opportunities (and budding new markets). Trends like the increase in revenue for outdoor equipment retailers are sending a clear signal about the U.S. tourism market. “Outdoor equipment store REI reports sales of family tents are up by 20%.”
As marketers, we’ve all learned how to sharpen our positioning and get creative about our message during a time when Americans care less about consuming and more about surviving…think “shopportunities” and “staycations“. The WSJ article also points out the opportunity for family-oriented hotel chains to diversify their offerings for economically challenged family travelers. Anyway you slice it, glamping offers opportunities for the consumer, retailers, travel websites, hotel chains, park operators, and more.
So while I’ll probably stick with my old grease-covered Coleman grill and not-so-spacious steamy tent, I’ll be keeping my eye on the development of the glamping market and the moves of well-poised participants. Because more now than ever, I continually press myself and our clients to be highly focused on the age old question “What’s next?”
